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The Live Campaign (2013)

The Live: Campaign is a multimedia public service campaign promoting sober lifestyles to teens in a western Arizona market, financed by a local government entity with grant money. This 15-minute film was the centerpiece of the pitch, out of which came TV ads, radio ads and billboards.

John: “A word about these kinds of campaigns: I think lecturing people about their lifestyles, especially teenagers, is doomed to fail from the start. So my idea with this was to show them role models instead. Good marketing is about selling something people want, right? It’s amazing how many public service campaigns fail to recognize that.”